KJS Marketing Accents Texaco’s Hispanic Message

KJS Marketing Communica-tions Solutions in San Antonio has broken its first Latino corporate and retail work for Texaco in a campaign that closely follows the imaging of the oil company’s new general market message.
Translating the “A world of energy” tagline from BBDO in New York into “Un mundo de energia,” KJS is marketing Texaco nationwide on major Spanish-language television networks and in select radio, print and outdoor markets.
“Since we are working on both the corporate and branding campaign, we have two objectives–to position Texaco as being important to the Hispanic community and being sensitive to the Hispanic community,” said KJS chairman Lionel Sosa.
Since last year’s racial controversy involving former executives, Texaco has hired BBDO to develop corporate imaging work (later assigning it retail as well) and enlisted ethnic agencies like KJS and UniWorld of New York for minority-targeted advertising.
Although KJS’ three 30-second television ads (plus two 60-second spots expanded from those) share footage from the general market spots, KJS rewrote some of the scripts to better accentuate the Hispanic message. KJS was present for the BBDO shoots and assisted in Hispanic scenes that are running in the English market.
The radio and outdoor retail advertising is focused in the markets of San Antonio and Corpus Christi, Texas; Fresno, Calif.; and Phoenix. Corporate imaging radio commercials are playing in Denver, Houston and Los Angeles. The agency expects to greatly expand the retail effort into California during 1998.
Print work will debut in December publications, including Hispanic Business, Hispanic Magazine, Latina and Vista.